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DESPERATELY need your opinion! Is this brochure effective at selling to A.D.D. dentists?

by isharky
11 replies
Your opinion and suggestions needed! We have slaved weeks and months on this brochure. We worked so much on it we have myopia and would like other perspectives. We are printing 1000s which is very costly and the lost opportunity of an ineffective brochure is even costly! That's why we have to have it right the first time. That's why your feedback would help a lot.

Is this brochure effective at reaching dentist and dental clinics? What suggestions would you have? Would really love your feedback!

Goal: Give the dentist and dental clinic an idea of the services we offer and have them call to inquire for more info.

Target Reader:
Dentist and office managers are very busy and do not have time nor interest to read or know indepth about marketing. They look for credibility and social proof triggers to make their decision. They are generally risk adverse and low knowledge of online marketing

Communication:
Is it clear and easy to understand?
Does it communicate that it's an easy process?
Does it build credibility?
Does it make the reader want to contact us?
Is the flow logical and easy to follow?

Brochure Context:
This brochure will be given out by our partners to their clients about our services. It will also be use for sales pitches and left for the potential prospects.

View Dentist Marketing Brochure
#brochure #dentist #desperately #effective #opinion #selling
  • Profile picture of the author Alex Cohen
    Using curiosity in a headline (in this case, the Title of a blog post) can get attention. However, if the curiosity is not resolved in the body copy (in this case, the post itself), the reader is left hanging.

    Why do you "DESPERATELY" need an opinion?

    Alex
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    • Profile picture of the author isharky
      Good point! I would desperately like your opinion, we have worked so hard and loooong and would like other perspectives on it! Thanks!

      Originally Posted by Alex Cohen View Post

      Using curiosity in a headline (in this case, the Title of a blog post) can get attention. However, if the curiosity is not resolved in the body copy (in this case, the post itself), the reader is left hanging.

      Why do you "DESPERATELY" need an opinion?

      Alex
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      • Profile picture of the author perryny
        If you worked so hard and spent so many hours and are spending so much money to get them printed and so much is riding on the success of this campaign...

        ... why would you hesitate to spend some money to have a professional copywriter to give you a professional, one-on-one critique?

        It seems to me this would be relatively low cost compared to the rest of your investment in this project, yet will potentially have the greatest positive impact.
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        • Profile picture of the author isharky
          Great idea Perry! I was thinking of that and I surely don't mind spending some money to get other perspective and feedback on it. What do you think is the best way without taking too much time to post and review applications?

          Actually I would like to hire a more experienced copywriter and take care of all my marketing material.Maybe one will lead to other?

          Originally Posted by perryny View Post

          If you worked so hard and spent so many hours and are spending so much money to get them printed and so much is riding on the success of this campaign...

          ... why would you hesitate to spend some money to have a professional copywriter to give you a professional, one-on-one critique?

          It seems to me this would be relatively low cost compared to the rest of your investment in this project, yet will potentially have the greatest positive impact.
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          • Profile picture of the author Alex Cohen
            Originally Posted by isharky View Post

            What do you think is the best way without taking too much time to post and review applications?
            Any copywriter worth hiring to do a critique won't apply. You'll apply. LOL

            Your best bet is to PM two or three of the copywriters you respect on this forum and ask them for a paid critique.

            Alex
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          • Profile picture of the author sethczerepak
            Originally Posted by isharky View Post

            Great idea Perry! I was thinking of that and I surely don't mind spending some money to get other perspective and feedback on it. What do you think is the best way without taking too much time to post and review applications?
            What do you mean by "without taking too much time..."?

            It's better to take the time to find someone good than to be in a hurry. My first impression is, the idea is good. Nice and simple. Makes sense. But the flow is clunky and the copy AND design is amateurish.

            I've done a lot of stuff for dentists and can tell you that the design matters to them. They can be pretty snotty about the way something is presented. Plus, they're damn busy. The second they see "16 point patient audit," they're going to think "big time commitment..." it sure sounds like one.

            But the biggest problem I see is that you're selling the process and overwhelming them with details. You've got to get them to WANT what you have before you get into the details. This means more talk about benefits and less talk about how you plan on delivering the result. You can explain that once you get them on the phone.

            Otherwise, they'll get locked in "analysis paralysis." I'd suggest hiring a writer who specializes in this niche and getting them to redo the entire thing for you. It's an investment that will pay for itself.
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  • Profile picture of the author joe golfer
    I just don't see this doing well on its own. The headline is weak. Within a very short time you are pitching them and talking about your products, your services. Multiple claims with no proof given. Who is Sharky? Is he scared of cameras?

    Who are the partners that will be giving this to their clients?
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    • Profile picture of the author ewenmack
      It doesn't pass the "wow this is so valuable I could go and do this in my business right now"
      and I'll get X.

      You want to be in that position because it demonstrates
      you can actually help them improve their situation.

      And you actually give a damn.

      Best,
      Ewen
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      • Profile picture of the author marciayudkin
        Hi there,

        I do not recommend selling via a brochure. You said yourself that your prospects are time-starved.

        What's much more effective is two-step marketing - a postcard that promises a clear benefit, with an irresistible free offer of online information or something of value given to them (like a free trial of a service). Then you sell harder to those who have oped in.

        Marcia Yudkin
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  • Profile picture of the author isharky
    This is an informational brochure to tell them what we do and offer. The partners would be people at banks who finance new practices, dental staffing agents, dental accountants, and other dental related professional. They would be recommending us for marketing. So it's not like it's given randomly, it would be partner saying "you need marketing help? check out this company"

    Originally Posted by joe golfer View Post

    I just don't see this doing well on its own. The headline is weak. Within a very short time you are pitching them and talking about your products, your services. Multiple claims with no proof given. Who is Sharky? Is he scared of cameras?

    Who are the partners that will be giving this to their clients?
    This is a great point! We will be partnering up with dental societies where they will mass send out booklets wehre there is no personal endorsement so the postcard would be perfect.

    Originally Posted by marciayudkin View Post

    Hi there,

    I do not recommend selling via a brochure. You said yourself that your prospects are time-starved.

    What's much more effective is two-step marketing - a postcard that promises a clear benefit, with an irresistible free offer of online information or something of value given to them (like a free trial of a service). Then you sell harder to those who have oped in.

    Marcia Yudkin
    I know this is very important but I need a brochure out there ASAP because I'm losing prospects and I have 10 other important things I have to manage. So it's better to have something instead of nothing then come back to when I get some feedback and resources like money to do a better one.

    Thank Seth! Those are really feedback, I appreciate it. I agree with the design part and was feeling that in my gut. Flow part to a certain point.

    Originally Posted by sethczerepak View Post

    What do you mean by "without taking too much time..."?

    It's better to take the time to find someone good than to be in a hurry. My first impression is, the idea is good. Nice and simple. Makes sense. But the flow is clunky and the copy AND design is amateurish.

    I've done a lot of stuff for dentists and can tell you that the design matters to them. They can be pretty snotty about the way something is presented. Plus, they're damn busy. The second they see "16 point patient audit," they're going to think "big time commitment..." it sure sounds like one.

    But the biggest problem I see is that you're selling the process and overwhelming them with details. You've got to get them to WANT what you have before you get into the details. This means more talk about benefits and less talk about how you plan on delivering the result. You can explain that once you get them on the phone.

    Otherwise, they'll get locked in "analysis paralysis." I'd suggest hiring a writer who specializes in this niche and getting them to redo the entire thing for you. It's an investment that will pay for itself.
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    • Profile picture of the author angiecolee
      Originally Posted by isharky View Post

      I know this is very important but I need a brochure out there ASAP because I'm losing prospects and I have 10 other important things I have to manage. So it's better to have something instead of nothing then come back to when I get some feedback and resources like money to do a better one.
      Better to delay a bit and have something well thought out than to rush to market with a poor pitch.

      A wise writer once reminded me of something I needed to hear - the deadlines are arbitrary. You set them for yourself. You're either going to hit them or miss them. That's it. Not making it out with a brochure isn't going to ruin you. And if it is, you're hinging your entire business on a brochure. A brochure you're not even sure about judging by the fact that you're even here. That speaks to a bigger issue than not having a physical piece of paper out in the market.
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